what we do
Imprimatur is a specialist communications company with extensive experience in the automotive industry. We work with major manufacturers and tier one suppliers and have a deep understanding of the industry and their businesses.
Our first three clients are still working with us today.
We are a team that likes to make it happen and we have spent the last 20 years being passionate about just that. We get to know you really well and work with you as part of your extended team.
We are pushing the boundaries of language technology and process efficiency so that we can align to your production schedules.
We create compelling ideas for your content to help you maximise your return on investment.
We are not a big faceless player – we are your personal specialists who avoid the unnecessary, enjoy difficult tasks, and make life easier for you.
We love our clients and we like to think they love us too.
How we do it
We work closely with you to determine the appropriate language service for each publication and each market. Consideration is given to the required quality, timescale and cost.
What: Machine translation uses software to automatically translate text from one language to another.
Technical accuracy cannot be guaranteed.
There would be no application of a company-specific tone of voice.
How: Imprimatur uses a number of machine translation engines from different vendors; Imprimatur selects the best performing or most appropriate engine for a specific language pair or project subject matter, as the output for each language is variable between systems. Imprimatur has experience with statistical, rules-based and neural engines.
Machine translation can be supported with the use of translation memory tools.
Translated content can be published and returned in the same format as received.
Why: Machine translation can be used to obtain a low-cost comprehension of foreign-language content (gisting).
Example: Imprimatur uses machine translation to back translate press releases for verification of material that has been human translated to confirm accuracy.
What: Machine translation uses software to automatically translate text from one language to another. During optional post-editing, the output may be amended by a human translator to improve accuracy and readability.
Technical accuracy cannot be guaranteed.
There would be no application of a company-specific tone of voice.
How: Imprimatur uses a number of machine translation engines from different vendors; Imprimatur selects the best performing or most appropriate engine for a specific language pair or project subject matter, as the output for each language is variable between systems. Imprimatur has experience with statistical, rules-based and neural engines.
Machine translation can be supported with the use of translation memory tools.
Translated content can be published and returned in the same format as received.
Why: Machine translation can be used to obtain a low-cost comprehension of foreign-language content (gisting).
Example: Imprimatur uses edited machine translation to translate large volume owner and service literature in restricted timescales.
What: Back translation is the translation of a translated text back into the language of the original text without referencing the original text.
How: IImprimatur would use MT for this process to ensure that none of the original meaning was lost when a human translator rendered it into natural sounding prose.
Not usually supported by translation memory tools.
Translated content can be published and returned in the same format as received.
Why: Back translation provides a confirmation of the accuracy of the translated content and an assurance of the clarity of the message within the subject matter.
Example: When Company-specific issues a press release, a lot of time and resource will have been invested to ensure the message is clear, accurate and on-brand. It is vital that Imprimatur does not lose any of the nuance, so back translation is used on press releases to check the integrity of the original meaning within the translation.
What: Human translation communicates the precise meaning of a text from one [source] language to another [target], where the translator is faithful to the original meaning.
Technical accuracy should be expected.
There would be limited application of a company-specific tone of voice.
How: Imprimatur would select a panel of mother tongue translators domiciled in the target market and with specific experience in the subject matter. During initial recruitment, translators would be provided with a test piece. In the first instance, the test piece would be assessed by Imprimatur using a matrix to record errors. The best two or three translators in each language would be put forward to the client for final selection.
Translation is supported by translation memory tools.
Translated content can be published and returned in the same format as received.
Why: Translation is an essential requirement for companies selling products in foreign countries. For all customer-facing or important internal communications, translation should be considered to be the minimum quality level required.
Example: Vehicle specifications in Customer Books or Brochures are translated by Imprimatur’s technical translators to ensure technical accuracy and precise rendering of the original meaning. This translation is combined on a single project with other approaches (such as transcreation and copy writing).
What: A human translator adapts the meaning of a text from one [source] language to another [target] to ensure brand integrity, market & cultural relevance, and audience applicability. Copy would be written in a journalistic writing style.
Fully reflects a company-specific localised tone of voice.
How: Imprimatur would select a panel of mother tongue translators domiciled in the target market and with specific experience in the subject. During initial recruitment, translators would be provided with a test piece. In the first instance, the test piece would be assessed by Imprimatur using a matrix to record errors. The best two or three translators in each language would be put forward to the client for final selection.
Fully or partially supported by translation memory tools. By not rigorously enforcing TM usage, the translator is given the opportunity to adapt the translated content to best suit the requirements of the target market.
Translated content can be published and returned in the same format as received.
Why: Transcreation allows the translator to adapt the translated content to suit the target market. For example, metaphors and similes that are appropriate to the source text can be replaced with different but equivalent material in the target content.
The tone of voice employed in the source content can be adapted to optimally match the expectations of the target market.
Example(s): Customer Books, DMs, eDMs, press releases, web & digital content and newsletters are transcreated to ensure the brand message is conveyed in a local tone of voice for each market.
What: Market customisation is the adaption of the source content to align it with the specifications of product sold in the target market.
How: Content is reviewed and adapted prior to translation to remove or amend content so that it is in line with the product specifications.
Imprimatur employees with Engineering expertise and extensive understanding of product lines and market-specific variations adapt the source content as required.
Imprimatur uses detailed technical information such as Order Forms and ‘Country Matrices’ to identify content to be amended or removed.
By applying market customisations, footnotes and disclaimers can be removed both from the content for markets with limited specifications and also from markets where no such restrictions exist.
Why: Eliminate any confusion for the reader that could arise from reading a generic document.
Avoid setting customer expectations that must then be re-aligned.
Enhanced customer experience of the publication in both the target market where specifications are limited and also in markets where there is no specification restriction.
Example: Asian market Customer Books or Brochures contain high levels of content that is flagged as being ‘dependent on specification/availability’.
What: The translation and adaptation of a software application for use in other languages and markets. Localisation involves translating the user interface, the application’s help systems, user documentation and training materials.
How: In addition to translating the software resource files, Imprimatur also takes responsibility for the more complex aspects of software localisation, including re-mapping of shortcut keys, compiling help systems, testing localised versions on native-language operating systems, and delivery of Computer-Based Training (CBT) materials including audio & video content, and interactive learning modules. Imprimatur uses dedicated tools for software localisation and employs agile processes for project management so that customers can develop and modify their software applications right up to the limits of the project deadline, whilst not compromising the delivery of the localised versions.
Why: Localised software is better received and more widely used in foreign-language markets than untranslated applications. This leads to increased product sales and higher customer satisfaction.
Example: Full localisation of a suite of applications into 13 languages. Imprimatur not only undertook the translation of the UI and documentation, it was also responsible for testing and certifying the applications under a wide range of current and legacy operating systems.
Provision of strategic advice and operational communications to engage a target audience. Crafting and delivering engaging and persuasive PR campaigns that support commercial and brand-building challenges.
What: Packaging and presenting key messages to the most relevant journalists and online influencers such as bloggers or YouTubers.
What: Planning, producing, scheduling and posting influential messages and/or video content on the optimum social media channels in order to spread news and views to a target audience and drive traffic to online platforms.
What: Developing plans and advising on how to communicate them to target audiences. Working with in-house teams to devise effective campaigns to support sales and marketing targets. Providing feedback on the mood in the marketplace through regular engagement with journalists and influencers.
What: Production of accurate, persuasive and time-bound written materials for print or online, together with visual, aural or even physical content such as YouTube videos and podcasts.
What: A product launch, a corporate brand-building communications programme, or an ongoing mix of the two should have PR at its core to influence and engage audiences. This can be in the form of a press conference, a media drive event or a series of interviews, press releases and social network activity.
What: Touchpoint communications for managing change, sharing company news and encouraging feedback from often diverse teams, working across time zones, locations and platforms.
Apps and Digital
What: Multilingual, content-centric apps for mobile and web that repurpose existing technical content to help businesses connect with their customers in innovative ways.
The analytics and data capture tools built into the apps provide businesses with data on customers’ profiles and their information consumption.
How: A thorough analysis is conducted of the application’s target audience to identify the features required.
Using next-generation mobile and web frameworks, Imprimatur app developers produce an enterprise-ready multi-platform application.
All apps are engineered at their core for multi-lingual support.
We employ agile development methodologies to respond quickly to business requirements and deliver new features as they are needed.
Why: Features such as full multi-lingual support and region detection enable a bespoke experience to be delivered to customers, based on their locale.
Repurposing existing technical information and delivering it to customers on their chosen device enables businesses to improve their service levels and respond to feedback, helping to build the relationship. Knowledge of the users’ profiles and their specific interests creates opportunities for potential new revenue streams.
Example: Imprimatur has developed a Quick Reference Guide app for a car manufacturer by re-purposing existing content that was originally created for print. Running on IOS and Android, the app provides users with a new, more interactive way of getting acquainted with their vehicle, whether they are the first owner or not.
Software Development
What: Bespoke custom software from web apps to enterprise applications with interfaces to the existing infrastructure.
How: Working in an Agile environment, detailed requirements and software specifications are developed and supported by a robust project plan. Software is extensively tested with your user community before roll out.
Why: Addressing a unique problem can sometimes only be achieved by creating a bespoke solution. A bespoke application can make business processes more efficient without a lengthy return on investment.
Example: Solution for integrating technical data created in a CCMS with a third-party dealer pricing system.
Documentation Optimisation
What: Component Content Management Systems (CCMS) provide the tools, and control the processes, by which new content is created and maintained; some systems also manage its distribution and use, including translation.
How: Imprimatur understands the documentation process and knows best practice methods for implementing CCMS. Specialists work closely with the client to review document creation and management requirements, identify the necessary workflows for documentation, and explore requirements for language support and distribution. From this information, Imprimatur can advise on a CCMS that addresses both current requirements and future objectives; implement the solution; and provide customisation, training and support.
Why: CCMS can deliver significant costs savings through managed re-use of content in one or multiple languages. Return on investment would be expected in under 2 years.
Increased control over documentation leads to improved agility in the authoring, translation, and distribution processes, enabling teams to deliver documentation in reduced timescales.
The structured environment will increase consistency of output and improve brand & product familiarity for end users.
A CCMS solution will open up distribution channels to enable support for on-board applications and content-centric web and mobile apps including RMI support.
Example: Imprimatur implements and customises the SCHEMA ST4 Component Content Management System.
Terminology Management
What: In-house linguists systematically and comprehensively review your terminology to pinpoint a single accepted translation for each term, which will then be used in each of your target languages. Definitions, usage instructions, provenance and approval status are recorded together with each term.
How: Imprimatur offers a choice of service levels for terminology: a basic service that is limited in scope to a given project and is undertaken at the translation phase; and a company-wide service in which a dedicated terminology tool is identified and then used to build a dictionary that is populated with existing company terminology and additionally with new terminology at the inception of each new project or product launch (instead of the translation phase). Dictionaries are proactively populated, validated and maintained by Imprimatur in conjunction with the client, its country offices and external agencies; the dictionaries are then made available to stakeholders online. All of Imprimatur’s language work is underpinned by a master terminology dictionary that is maintained for each language combination. All translation types use the terminology dictionaries.
Why: Recognising the global nature of product development, sales and communications today, it is imperative that our clients speak with one voice, from a common terminology platform. Only by rigorous application of terminology can brand consistency be achieved. Internal review time is saved on language projects, and clients achieve familiarity across product families.
Example: Automotive dictionary in 34 languages, maintained in consultation with regional offices, distributors, retailers and external agencies.
Who we are
NEH
Nicola Humphreys - Managing Director
I founded Imprimatur more than twenty years ago to deliver language and technology services to manufacturers and tier one suppliers in the automotive sector.
I have a huge personal passion for cars, but my interest in the automotive sector is driven by the breath-taking pace with which it is moving as it adopts new technologies and positions itself for the challenges of the twenty-first century. This makes it one of the most exciting industries in which anyone could hope to work.
I am Treasurer of WOMAC, a member of the EY Female Entrepreneur network and an active member of MIPAA.
MH
Mark Harrison - Communications Director
I have over 20 years’ experience in premium automotive brand PR, working at McLaren, BMW and Mini.
In my appointment as McLaren Commercial Operations Director, I achieved record sales and revenues across new and used car sales. Prior to that, as MEAf Regional Director, the company was awarded the 12C Middle East Car of the Year. When I joined McLaren as their Automotive PR Director, I oversaw the start-up and launch phase of the brand to multiple stakeholders.
I have worked in and led in-house teams at highly regarded PR and content agencies, providing strategic advice and engaging operational communications to support commercial and brand-building challenges.
I am passionate about automotive design, lifestyle and motorsport.
WG
Wayne Gibson - Non-Executive Director
I have worked in the technology industry for more than 40 years in companies including IBM, BT and EY. In my appointment as SVP at Atos, I ran a $1billion services and outsourcing division.
My expertise is in building and developing world-class management teams and I am passionate about the importance of strong, trust-driven relationships with clients.
Despite the years of experience, I am still keenly interested in emerging technologies and industry trends, and I am heavily involved in helping to shape Imprimatur’s future direction.
PR
Philip Randall - Publishing Lead
I am the Publishing Lead at Imprimatur. I arrived here in 2004, bringing with me a background in document publishing that extends back to the 1980s.
All that experience makes me well positioned to assist our customers with virtually any publishing challenge. No matter whether you are using Creative Suite, MS Office, FrameMaker, or any other publishing tools, we can work together to root out efficiency improvements that will help to reduce publishing turnaround time and smooth the translation process.
My first project for Imprimatur involved streamlining the publishing processes for Bentley Motors, and I am pleased to say we still work with Bentley to this day, keeping them up to date with the latest publishing technologies.
In the thirteen years that I have been with Imprimatur, I have been able to help many large manufacturers to improve the way they create, manage, publish and translate their documentation.
PL
Phil Lane - Content Strategy Specialist
I have worked at Imprimatur since 2010. I help organisations to break down information silos and view content as an asset. This allows them to maximise the value from consistent reuse of product- and business-related information. Often this involves collaborating with teams across different disciplines within an organisation.
Whether it is integrating product lifecycle data into the technical authoring process or helping creative teams manage terminology and language assets efficiently, I use my experience with CCMS and XML standards (Schema ST4, DITA, S1000D etc.), Digital Experience Platforms (including AEM and Censhare) and translation management systems (SDL, Across etc.) to help our clients reach the best possible scenario for productivity and content reuse, making sure the end user receives the right information on their chosen device and in their native language.
AR
Andy Ramelli - Account Manager
Over the five years I have spent at Imprimatur, I have fulfilled the role of being the key interface between our clients and the production team - scoping projects, providing quotes and ensuring project delivery schedules are met.
Working predominantly within the automotive industry, a sector in which I have a very keen personal interest, I have worked closely with manufacturers, suppliers and creative agencies, working on varied and often innovative projects. Offering advice on how key messages are conveyed to an international audience is a vital element of the service Imprimatur provides and, from a purely personal point of view, being an integral cog in the wheel of numerous global product launches has been extremely rewarding.
The diverse nature of our client list and the projects we work on means that no two days are the same, keeping everyone on their toes!
AP
Alexis Pejouan - Publishing Specialist
I arrived at Imprimatur from France in 2011 for a short internship, discovered what I am good at and enjoy doing, and came back after graduation to join the company as a permanent member of the team.
I started as Imprimatur’s very first in-house translator and earned the responsibility of transcreating marketing documentation for prestigious automotive brands into French. My curiosity about new tools and processes attracted further responsibility; I am now a Publishing Specialist and have extensive knowledge of localisation and publication of documents via CCMS.
Apart from French and English, I can also speak Mandarin – I lived in Northern China for three years – and I am currently learning Korean.
NO
Natalie Owles - Account Management Lead
I joined Imprimatur as an account manager in 2006 and have been the first point of contact for our clients for over 11 years. My role is to discuss the scope of the project with our clients and provide them with costs and timeframes. During the course of a project, I will keep track of its progress to ensure it meets the various milestones and is delivered on time.
I am interested in how technological advancements are shaping our industry and recently contributed to a white paper on the future of machine translation.
I have been SDL Certified since 2016.
MC
Matt Curley - Senior Project Manager
I joined Imprimatur in 2012 and have worked on a plethora of projects ranging in size from a handful of words to hundreds of thousands of words, usually in multiple languages, for some of the world’s most exciting automotive brands. From highly creative marketing projects to complex technical projects, I have managed them all.
As Senior Project Manager, I ensure that all projects are delivered on plan, whilst maintaining the highest levels of quality. Once a project is live, I am the conduit for our suppliers and internal teams. I also maintain and develop relationships with our customers during the project’s lifecycle.
I love working for such a pioneering company as Imprimatur, an organisation that embraces technology and change for the benefit of all stakeholders, but especially for our customers.
DH
Dan
In a dog eat dog kind of world, it is my role to bring some chilled vibes into the office – chilled cat vibes. My key function is to hang out with the team and get on with everyone. Oh, and I like to eat. I like to eat a lot.
LH
Lexy
I am Siamese if you please……. I am the office princess, there to remind everyone that it is all about me. Not the customers? No, it is about me.
Where we are
London
Head Office
Munich
Creative Production Office
Godalming
Technical Production Office
work with us
We all bring something different to the team and it’s through this process we grow and change. We are constantly looking to develop our team through employment, freelance or collaboration.
Does the prospect of working in a dynamic language services company excite you? If the answer is ‘yes’, then we want to hear from you. If you think you’ve got what it takes to be a part of our dynamic team, get in touch through our Recruitment Portal.